Tourism Brand Research Articles

Research on Tourism Brand Building in Shapingba District from the Perspective of Cultural and Tourism Integration: A Case Study of Sunac Cultural Tourism City

From the perspective of cultural and tourism integration, this paper uses Sunac Cultural Tourism City in Chongqing’s Shapingba District as a case study to explore its tourism brand-building model and provide corresponding suggestions. First, relevant literature was reviewed to understand the theoretical foundations of cultural and tourism integration, cultural tourism brands, and brand building. Then, authoritative data was collected from official websites to conduct an in-depth analysis of the area’s cultural and tourism resources. This study introduces an overview of the cultural and tourism resources in Shapingba District and analyzes the development status and brand-building situation of Sunac Cultural Tourism City. Using the SWOT analysis method and based on the theoretical foundation, this paper comprehensively evaluates the advantages, disadvantages, opportunities, and threats in the brand building of Sunac Cultural Tourism City. The aim is to offer effective suggestions for tourism brand building in the Shapingba District, thereby promoting the integration and development of the cultural and tourism industries. This research holds both theoretical and practical significance for promoting tourism brand-building and the integration of cultural and tourism industries in the Shapingba District.

Implementasi dan Perkembangan Halal Tourism pada Destinasi Pariwisata Lombok

Lombok has long been touted as a "new Bali" tourism destination. Along with the changing times, changes in tourist trends also develop and begin to recognize various new types of tourism. Lombok has a uniqueness that is thick with Islamic nuances. Therefore, Lombok applies a type of Muslim-friendly tourism / halal tourism. Muslim-friendly tourism types have been implemented indirectly by tourism actors in Lombok. Visits to various tourism destinations in Lombok were taken as samples representing the city. With qualitative descriptive research methods, the author wants to present observations supported by exposure to documentation and interviews. The author also bases research on a theory tested in reality, especially in Lombok tourism destinations. Based on the study results, several Lombok tourism destinations still need help implementing Muslim-friendly tourism. Problems are known both from destination location factors and market segmentation factors. However, some locations have been found to have long-term development opportunities that make it possible to implement Muslim-friendly tourism as a whole through certain efforts. The fulfillment of the minimum requirements for Muslim-friendly tourism does not have a coercive nature but has the opportunity to influence tourists' interest in visiting. Therefore, the Lombok government, with Muslim-friendly tourism branding together with stakeholders, maintains and improves the quality of tourism services for the sustainability of Lombok's tourism economy.

Upgrading the Capacity of Local Community and Tourism Branding in Pagar Jaya Village

Pagar Jaya Village is a coastal area at the southernmost tip of SumatraIsland and isolated in Punduh Pidada District, Pesawaran Regency, Lampung becomingone of the tourism villages in Lampung that has two main problems poor accessibilityand low capacity of the community. As a result of this problem, the "KITA PAGAR JAYA"program has successfully enhanced the community’s capacity in tourism, particularlyin the area of tourism branding. This program itself is implemented with SadarWisata and Sapta Pesona approaches. It was developed on 4 stages, first stage ispotential and problem identification, second stage is delivering material about tourismmanagement, the third is about MSMEs and branding knowledge, and the last stageis about evaluation of tourism management to develop sustainable system in PagarJaya Tourism. The implication of this program is to enhance the local community’scapacity to manage tourism by focusing on Sadar Wisata, Sapta Pesona, and disastermanagement. As a result, more community members are joining the Pagar JayaVillage Tourism Awareness Group and MSMEs to help with tourism management. Theprogram also includes creating promotional materials like pocketbooks, tourism videos,and social media campaigns to enhance the branding of Pagar Jaya Village.

Features of the Development of International Trade in Tourist Services

Introduction. The relevance of studying the peculiarities of the development of international trade in tourist services is determined by the significant role of world tourism in the structure of the global economy. In the conditions of a complex international political situation, which is dynamically changing, it is crucial to identify the vectors of the development of the tourism industry to determine the future structure of the macro-regional distribution of tourist flows. Aim and tasks. The purpose of this study is to identify the dominant factors and prospects for the development of international tourism business in the conditions of modern global economic and political instability to determine the most favourable marketing strategies for interaction in the international market of tourist services by extrapolating the results to the possibilities of post-war recovery of the tourism industry in Ukraine. Results. An analysis of international tourism arrivals showed that the average annual growth rate of the industry from 1995 to 2020 average annual growth of international tourist arrivals was more than 4 per cent. Over the estimated period from 1995 to 2023, the average arrival rate decreased to 2.46 per cent. Macro-regions are considered the most promising for the scaling of international tourism, as well as the factors that will contribute to this and can inhibit economic processes. Special attention is paid to the positioning of Ukraine during the post-war recovery of the tourism industry. Forecast indicators indicate that international tourist arrivals to Ukraine could reach 61 million people in the tenth year of the post-war period. An alternative strategy for promoting national tourist products and brands in the target markets of Central and Eastern Europe, Asia, and the Middle East was proposed, and the feasibility of continuing the promotion of Ukraine as a tourist brand was substantiated. Conclusions. This study confirms the vector of the shift in global tourist flows under the influence of a number of factors that deepen the contradictions between the Global South and the North, revealing key trends in the growth and displacement of international tourist flows among countries belonging to two opposite camps. The directions of institutional and structural changes required to restore international tourism in Ukraine in the post-war period to strengthen Ukraine's position in the global tourism market are proposed.

The Importance of Brand in Medical Tourism

Medical tourism, which is becoming more popular every year, represents a significant segment of global tourism. This trend is driven not only by the growing number of patients seeking better, faster, or more affordable healthcare but also by increasing globalisation and the greater availability of information. In the context of the Czech Republic, where the number of international patients has significantly increased over the last decade, it is essential to understand the role that the brand image of healthcare facilities plays in the decision-making process of these patients. Based on the research conducted, it can be concluded that the key factors influencing the choice of a healthcare facility are the quality of services, safety, and modern equipment. Price and speed of service also play an important role, with patients particularly appreciating a good value-for-money ratio. The importance of communication and customer service is also evident, as effective and high-quality communication can significantly strengthen the brand image and patient trust. The research results suggest that although word-of-mouth and personal recommendations are important, their effect is not statistically significantly greater than that of the marketing communication of a given healthcare facility. This indicates that it is important for healthcare providers to address both forms of communication equally. In conclusion, it can be said that a strong brand image of a healthcare facility, built on quality, safety, and effective communication, plays a key role in attracting foreign patients as part of medical tourism. Healthcare providers should actively develop these factors to be able to compete in the ever-growing medical tourism market.

Mainstreaming of Consciousness in the Creation of Attractive Tourism Branding through the Experience of the Patient Community Figures in Indonesia

Mainstreaming of Consciousness in the Creation of Attractive Tourism Branding through the Experience of the Patient Community Figures in Indonesia

Pola Promosi Destinasi Wisata Nusantara Melalui Words Of Mouth Marketing Dalam Akun Instagram Spektakel.id

This research aims to know the pattern of promotion of tourist destinations the archipelago through word of mouth marketing in social media. The use of Social Media in tourism is that can not terelakan again, even large countries tourism has account Instagram for branding, it describes that the effect social media for tourism branding so powerful. This encourages the birth of account instagram @spektakel.id. Word of Mouth Marketing is very important to introduce a brand to be discussed positively by the market being a target. The methods used in this research is qualitative, descriptive methods. The study also uses interviews with resource Admin account Instagram @spektakel.id, Word of Mouth Marketing expert and one of the followers. Elements of Word of Mouth Marketing that is used in this research was the talker, topic, tools, take a part, track and timing. Based on the results of research and discussion, Based on the results of research and discussion, it can be known that word of mouth marketing strategies used by account Instagram @spektakel.id managed to get people interested to follow the account of these and become Instagram talks by people a lot more and make known the archipelago and tourist destinations and crowded.

Sustaining the brand and branding sustainability: landscape as homeland in Greenland’s visual marketing

Arctic destinations are continually reshaping their global identities to manage external expectations about the region. Existing portrayals of Greenland often stereotype the area as untouched wilderness or oversimplify its social, economic, and cultural realities. Our study combines visual analysis of cultural landscape and cultural ecosystem services (CES) to unveil a novel narrative in Greenland’s sustainable tourism branding we termed ‘landscape as homeland’. Empirically this research is based on the photographic database of Greenland’s national destination marketing organization. We explore Greenland’s destination branding as a strategic tool to define local meanings of sustainable tourism, homeland, and “Arcticness” in a branding that distinctively positions itself amidst Arctic destinations. Using pictured landscape as a dwelling place discerns locally valued CES, and realigns tourist engagements toward a culturally and ecologically integrated relationship. Applications of these findings extend to other rapidly changing regions seeking to expand economic opportunities, harnessing the synergy between destination branding and sustainable tourism. We reflect on the efficacy of our integrated CES and cultural landscape research to reveal local framings of the tourism-sustainability tension. We highlight the role of destination marketing organizations to bridge the gap between local identity, visitor expectations, and sustainable tourism development.

Developing an evaluation model for urban tourism competitiveness: combining community construction and community service to foster sustainable development of cities.

This study aims to develop a comprehensive evaluation model for urban tourism competitiveness in China. Given China's transition into a mature tourist destination, there is a pressing need for a framework that can assess the effectiveness of its urban tourism strategies. The model presented in this study is designed to provide a holistic understanding of the factors influencing urban tourism competitiveness in the Chinese context. The methodology employed in this study combines both qualitative and quantitative approaches. A modified version of Porter's Diamond Model serves as the primary framework, augmented by the IMD World Competitiveness Center: International Institute for Management Development (IMD) framework to incorporate social governance and environmental dimensions. To derive comprehensive scores for sustainable development, a linear weighted evaluation method was used, incorporating the coefficient of variation entropy weight method. This approach allows for a quantitative assessment of urban tourism competitiveness from 2008 to 2019. The key findings of the study reveal significant challenges within the current urban tourism landscape in China. These challenges include homogeneous competition, a lack of strategic management, and insufficient service quality. Furthermore, the study identifies the need for greater emphasis on sustainable tourism development, balancing economic benefits with the preservation of cultural and natural assets. Based on the findings, the study proposes several solutions to address the identified challenges. These solutions include creating boutique inland tourism routes, developing unique urban tourism brands, and enhancing regional cooperation and management practices. Additionally, the study emphasizes the importance of integrating community development and services into the evaluation model to foster sustainable tourism development. The proposed solutions offer actionable insights for policymakers and planners seeking to improve the competitiveness and sustainability of urban tourism in China.

Iconic Visions: Shaping Yinchuan’s Future Tourism Business through Landmark Perceptions

With the advancement of today’s technological image culture, the role of visual landmarks in shaping a city’s appeal and enhancing its tourism business has become increasingly crucial. Visual landmarks serve not only as symbols of a city’s identity but also as magnets that attract tourists and local residents alike, shaping their perceptions and experiences of the city. Against this backdrop, this article explores future design concepts for visual landmarks in Yinchuan city, Ningxia Hui Autonomous Region, China, with a focus on place branding. The exploration takes into account insights derived from a survey of 400 respondents, a diverse sample comprising both local residents and tourists. The survey investigation follows four methodological procedures: translation, coding, categorization, and thematization, aimed at understanding thematic patterns in the collected data. The thematic analysis reveals five key themes central to the consideration of the visual landmarks: historical and cultural elements, geocultural features, aesthetic considerations, urban infrastructure, and local specialties. These themes reflect not only the preferences and perceptions of the respondents but also their emotional connections and memorable experiences. As an exploratory futurological research, this article emphasizes the significance of public perceptions and thematic design elements that can enhance a city’s image and tourism brand. It paves the way for an expanded research agenda by integrating future imagination and fostering collaborative efforts to leverage tourism as a catalyst for broader socioeconomic development.

Sustainable Regional Development Through the Development of Smart Village and Smart Branding: A Case Study of Bangsri Village, Blora Regency

Tourism village development is one of the steps in village development that is now widely pursued, especially for villages with unique potential. However, sustainability is a challenge in the development of tourism villages. This research examines the factors that involved in sustainable regional development through smart village and smart branding. This concept is used because it can accelerate the development of tourism villages. A case study was conducted in Bangsri Village, Blora Regency, Central Java. The factors that involved in the development of smart village and smart branding in Bangsri Village mainly include the initiative and innovation of village leadership, support from local government, community awareness and participation, and tourism branding through the development of landmarks at the Noyo Gimbal View tourist attraction and intensive use of social media. The sustainable regional development strategy is formulated using the SWOT method and elaborated with tourism village development strategy, resulting the following strategy: development of cultural tourism potential, coordination with local government regarding the improvement of road accessibility and enhancement of available amenities, periodic assessment of tourism trends adjusted to village conditions, and empowerment of all community layers, as well as the establishment of regulations governing the management of tourism villages in the future.

Reflections on Emotional Labor in Online Spectator Tourism and the Development of New Media Cultural Tourism

The emergence of new media technology has given birth to the innovative form of online spectator tourism. The widespread adoption of its marketing models and the transformation of user behavior have made it a key to innovation in the tourism industry. Among these, emotional labor plays a crucial role in the development of new media cultural tourism in China, significantly enhancing communication effects, increasing brand influence, and promoting the improvement of audience participation and experience. Through case studies from places like Zibo, Harbin, and Gansu, this paper elaborates the application patterns, characteristics, and impacts of new media in cultural tourism brand marketing, and proposes strategies for the development of new media cultural tourism based on emotional labor.

Research on the Application of Filial Piety Culture in Zibo Cultural Tourism Brand

Research on the Application of Filial Piety Culture in Zibo Cultural Tourism Brand

Materialism and Tourism Brand Attachment in Influencing Compulsive Buying for Generations Y And Z Travel in the Post-Covid 19 Pandemic Period

This study aims to analyze the effect of materialism and tourism brand attachment on compulsive buying for travel in generations Y and Z in Indonesia. This study also to analyse the influence of the predecessors of materialism and compulsive buying such as SNS advertisement, celebrity endorsement, and ideal self-congruence. This research is an explanatory research with a quantitative approach. A survey using a questionnaire was conducted to collect primary data in this study. The population in this study is all Y and Z generations in Indonesia. The sample in this study was determined using a non-probability sampling method because the total population is not known with certainty. The sampling technique used was purposive sampling with the criteria (1) maximum birth in 1981, because the research wanted to explain about compulsive buying in generations Y and Z, (2) active users of social media or social network services (SNS), because this research wanted explain the effect of variables related to the use of SNS such as SNS advertisement, celebrity endorsement, and ideal self-congruence on compulsive buying. The number of respondents in this assessment was 250 respondents. The data obtained was then analyzed using Covariance Based Structural Equation Modelling.

Товарный знак фестиваля как региональный туристский бренд

The article discusses the necessity and prospects of registering trademarks of festivals in order to increase the tourist attractiveness of Russian regions. The concept and types of festivals, their fundamental features are considered. It is determined that the Russian regions have a significant potential for holding numerous and diverse festivals that attract tourist flows. It is established that festivals as regional tourist brands provide the subject of the Russian Federation with a protected business card – a trademark that allows to monetize this intangible asset. The author identifies the advantages of registering a trademark of festivals for the purpose of branding the region. It is determined that the registration of trademarks of festivals can become a driving force for the development of tourism in Russian regions.

The Impact of Cultural Tourism Industry Policy on Guizhou Travelers' Usage Satisfaction

This study explores the impact of cultural tourism industry policy on travelers' usage satisfaction. As a cornerstone of the industry that advances the cultural sector, tourism plays a crucial role in promoting the realization of high-quality culture and tourism goals and significantly contributes to overall economic development. The potential insights on tourist satisfaction, essential for upgrading scenic spots, attracting tourists, improving service quality and user satisfaction, building an independent tourism brand, driving employment, and promoting regional economic development, are revealed in this study involving 380 respondents. The results show that tourists’ usage satisfaction with cultural tourism industry policy is influenced by policy perception, policy implementation, and overall policy development.

Can ‘brand effect’ promote the development of the tourism economy? – A quasi-natural experiment based on 204 cities

ABSTRACT Tourism branding is crucial for the high-quality development of the tourism economy. Governmental departments foster this development by creating distinctive tourism brands through ‘scenic spot selection’, thereby stimulating regional economic growth via the ‘brand effect’. This study employs the ‘5A’ scenic spot selection as a quasi-natural experiment, utilising panel data from 204 prefecture-level cities in China spanning 2007–2019. It applies staggered difference-in-differences and spatial difference-in-differences methods to evaluate the policy impact of scenic spot selection on urban tourism economic development and to analyze its heterogeneity and spatial effects. The findings demonstrate that high-grade scenic spots can indeed foster tourism economic development through the ‘brand effect’, although disparities exist among regions. This paper elucidates the policy implications of scenic spot selection on tourism economic development and offers a critical reference for optimising the spatial allocation of tourism resources and cultivating distinctive tourism brands.

Cultural Hegemony of the Karo People in Building Tourism Brands on Instagram

This article aims to explore the cultural hegemony of the Karo people in building their tourism brand on Instagram. The type of research used in this article is qualitative with a phenomenological approach. Through the analysis of content shared by the Karo community on Instagram, this study identifies patterns of dominance of Karo nature and culture images in efforts to promote their tourism destinations. The results of the study reveal that the cultural hegemony of the Karo people in building tourism brands on Instagram is based on three factors. These include the dominance of local culture representing the beauty of nature, culture, customs, and arts; the use of local language and terms; and the participation of the community in efforts to preserve the environment and utilize social media as a promotional tool as an impact of globalization and modernization in Karo tourism content on Instagram. Overall, this research provides deep insights into how the cultural hegemony of the Karo people influences the building of their tourism brand on Instagram.

Images of Cultural Heritage in the Tourism Brand of Spain

Images of Cultural Heritage in the Tourism Brand of Spain

Cold tones for sincerity and warm tones for excitement: interactive effects of color tone and brand personality on brand evaluation

ABSTRACT The interior design of hospitality settings is crucial for distinguishing a brand from its competitors. Drawing on color marketing and brand personality theories, this paper posits that aligning interior color tones with the brand personality of the hospitality and tourism brand can heighten tourists’ perceptual fluency and thus their brand evaluation. Three studies support this proposition. The initial archival data analysis discovered a correlation between cold – warm interior tones and sincere – exciting brand personality in real-world hotel interior designs (Study 1). Study 2 revealed that cold tones evoke brand perceptions of sincerity, whereas warm tones elicit brand perceptions of excitement. Study 3 confirmed the effects of matching cold – warm tones with brand personality on brand evaluations and the mediating role of perceived fluency. The present research holds significant practical implications for hospitality and tourism suppliers in terms of interior design, brand personality identification, online platform promotional design, and brand marketing strategy development.